New phase for responsible tourism company

Vision Éthique, a company focused on responsible tourism, has launched a new phase to strengthen its partnerships with travel agencies. The founder, Caroline Debonnaire, explains that the company aims to gather and unite around responsible tourism, highlighting the role of travel agencies in promoting these stays as travelers increasingly seek immersive experiences and meaningful interactions with local populations.

New leadership for expansion

Sabrina Ouali, head of development, has joined Vision Éthique to develop BtoB offerings. Her arrival is intended to structure this new phase and respond to a dual desire: to meet the growing interest from travel agencies and to build on her personal connection with Debonnaire, whom she met in Laos in 2017 during a conversation that inspired her vision of more human and respectful tourism.

Professional platform for agencies

To market its travels, Vision Éthique has set up a professional space on its website where agencies can view guaranteed departures in small groups, limited to 14 participants, and access programs and prices excluding flights. They can also make custom requests or design trips for their groups, targeting networks and group organizers, particularly to support social and economic committees (CSE).

Tailored travel formats

The offer targets various formats that can be adapted to customer expectations, whether it's an individual departure, a family, or a group. Caroline Debonnaire summarizes the company's goal as working with as many agencies as possible to have its production distributed through agencies and networks. The company does not set specific numerical development goals at this stage but intends first to build partnerships with professionals sharing its values and fill its guaranteed departures.

Focus on local immersion

Vision Éthique's approach to tourism combines visits, selected accommodations, and immersion time with local communities. In Vietnam, for example, the agency prefers to focus on a region rather than offering a north to south circuit. In Cambodia, the Angkor temples remain on the program, but the trip allows more time for encounters with local people.

Emphasis on understanding destinations

Sabrina Ouali emphasizes the need to take time to understand how the destination is and how the inhabitants live, stressing that the goal is not to multiply the stops but to give travelers keys to understanding the territory. The experience retains its vacation dimension with comfortable hotels and eco-lodges, and moments of relaxation.

Field expertise and local partnerships

When opening a new destination, Caroline Debonnaire spends between one and four months on site to meet service providers, build itineraries, and build relationships with the communities. She insists that field expertise is essential, involving meeting people, building projects, and discussing them.

Solidarity contributions to local projects

The agency associates its trips with a solidarity contribution returned to local associations, representing between 10 and 25 euros per person and allowing the support of projects followed by the company. Travelers can meet the associations during their stay to better understand the use of this contribution.

Certifications and network membership

Vision Éthique relies on a structured RSE approach, with a Travelife certification obtained in 2025 and its membership in the Agir pour un Tourisme Responsable (ATR) network. This expertise should allow the agency to stand out at a time when artificial intelligence facilitates the creation of classic circuits.

Future expansion plans

For 2027, Vision Éthique plans to develop Nepal and Cape Verde while expanding its offer to accessible destinations by train. Sète and Catalonia are among the new proposals, with the latter being part of a partnership with its tourism office. The agency intends to expand its catalog of 18 destinations to around twenty, or even 22, while maintaining its logic of territory mastery and working with local actors.